| Since 2017,live streaming platforms such as YY Live,Huya Live and Douyu Live has started to maintain their leading role in China's mobile live industry and a framework of monopoly gradually comes into being,in which small platforms are suffering a depression due to great difficulties for them to attract and retain new users.Therefore,user stickiness is widely inadequate among these platforms.Since 2017,live streaming platforms such as YY Live,Huya Live and Douyu Live has started to maintain their leading role in China's mobile live industry and a framework of monopoly gradually comes into being,in which small platforms are suffering a depression due to great difficulties for them to attract and retain new users.Therefore,user stickiness is widely inadequate among these platforms.This thesis has a case study of the newly-established firm,D Live platform.In combination with theories related to User Experience and User stickiness as well as the practical application of these theories,and based on the interviews and a questionnaire survey with users,this thesis consists of the following studies surrounding the promotion strategies of D Live user stickiness.First,through the tools of interviews and a questionnaire survey,the thesis explores causes for the inadequate user stickiness,i.e.the platform's live streaming category is single;anchors are with uneven qualities;the platform is unable to continuously output high-quality content and the users' Perceived Usefulness;second,the thesis includes an analysis of the current marketing environment facing D Live platform,and has a study of its products' shortcomings by analyzing the competition pattern and its main competitive products;third,in combination with the Marketing Theory of 4Vs of variations,versatility,added value and vibration,the thesis provides suggestions for D Live platform on the promotion of user stickiness and on the improvement of the the platform website so as to continuously attract and retain users. |
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